Lost in translation

Date of publication: April 7, 2013


The last decade has seen phenomenal growth in market research activity in emerging Asian markets; much of the growth has been driven by Western multinationals seeking to enter or extend their reach in Asian markets. In response, a dynamic Asia-based research industry has emerged that in large part replicates Western research methods. However, Western marketers may not be getting all the insight they need and desire from the research they conduct in emerging Asian markets. This presentation will identify four key misconceptions held by Western marketers and researchers that impact our ability to understand consumers in emerging Asian markets.

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